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    Nmdl final Nmdl final Presentation Transcript

    • By: Zachary Peterson Beats by Dre
    • Background Timeline  2006 -Beats by Dre founded  2008 - First product launch  2012 – Company eclipse $1 Billion and 51% market share
    • Brand Positioning  High Quality/ Premium Performance audio equipment  Authentic experience  Not just a product, a lifestyle
    • Campaign Concept  9/1 - Relaunch of all social media platforms on  On 9/1 – Consumers will have limited access to select headphones  Utilization of brand ambassadors to communicate relaunch and start countdown via social media  Post 9/1 – Promote the #BeYou campaign which encourages consumers to customize and post pictures of their product
    • Goal  Enhance the brand image in the public eye  Continue to grow market share  Unify all social media streams on a single campaign
    • Target Market  Males/Females ages 13-24  Most receptive to digital strategy  Heavily influenced by celebrities  More access to disposable income
    • Tools & Tactics  Facebook  Continue to promote these pages at a high rate and promote shares
    • Tools & Tactics  Twitter &Instagram  Continually promote these pages with an emphasis on content  Incorporate the usage of #BeatTheCountdownalong with #BeatsArmy
    • Key Performance Indicators  As of 8/1:  Twitter – 327K followers  Instagram – 688K followers  Target 1/1/2014  400K followers  750K followers
    • Budget Description $ Expense Trending Topic $120,000 New Twitter $7,000 New Facebook $8,000 Comprehensive Strategy $18,000 Grand Total $153,000